John Abaté International

by Matt Morgan

JA nears the final stage of its financial restructuring— more specifically, its recovery from debt under Chapter 11 bankruptcy protection. The process began about 18 months ago, and company founder and CEO John Abaté expects it to end in the next several months.

“If it wasn’t for the loyalty of salon owners—and the things that we’ve done in the past to create that loyalty—we wouldn’t have made it,” he says. “I have to thank the salon owners for their support through the whole hardship we’ve been through.”

JA has used its strength and vision to make a move that is making waves in the tanning industry.

“We’ve decided to sell direct to salon owners,” Abaté says. With this new arrangement, salon owners may order products directly from the Scottsdale, Ariz.-based manufacturer.

“We’re going direct to have closer rapport with customers,” says Frank Abaté, vice president. “We know that it’s been a difficult year for salon owners—and for everybody out there—and we’re doing this to help salon owners make more profit and increase sales.”

To increase market share, JA is extending distributor discounts to salon owners who meet purchasing requirements.

“This is a great time for salons that currently don’t carry JA,” Frank Abaté says. “Why not put a brand-new line of products in the salon where you can make more profit than you can on just about any other line on the market today?”

JA will release a handful of new products for the 2005 season. By limiting the number of introductions, the company can concentrate on including the best ingredients and maintaining the best retail price.

Nontingle products are in demand, so JA offers several new formulas without its famous Tingle Factor™. Also, as bronzers become more popular, the company features three new formulas with DHA.

With Chocolait Truffle™, new to the Côte d’Azur™ line, tanners will experience an ever-so-slight cooling sensation. For moisturizing and healing, clients will enjoy premium aloe vera and triglycerides. Caramel, a naturally bronze colorant, is enhanced by DHA for optimal self-tanning. Chocolait Truffle has the aromas of dark chocolate enhanced by a wisp of mint.

Tingle-free Sweet Pea™, new to Solarium™, contains a discreet amount of DHA, as well as vitamin-rich shea butter, pure vitamins E and F, and Ultrasomes. Copper biopeptides provide hydration, firmness and skin repair; green tea extract supplies ample antioxidant protection. Sweet Pea has a subtle, sweetly seductive scent.

With Tingle Factor 3, Sweet Heart™, also in the Solarium line, features the same high-quality ingredients and benefits as Sweet Pea but with the original JA tingle. Sweet Heart has the aroma of peach and orange in a base of floral and musk.

FÖRMÄN™ Tingle Free from the Solarium line has been created especially for males. The gel absorbs instantly and is easy to apply, even through thick body hair. The sheer vanishing formula contains pure vitamins A and E as well as botanical/herbal extracts and tyrosine.

JA has added a white-diamond shimmer to 2004’s successful Silké™ to create Silké with Diamonds™ in the Solarium line. The dual-use, tingle-free lotion features nutrient-rich shea butter and premium aloe vera for soft, smooth and supple skin. Silké with Diamonds also has firming, anti-wrinkling and anti-aging properties.

Also, JA Accelerating Body Oil™ has a new nontingle formula.

As the 2005 season gets underway, JA embarks on a new phase of business. Financial restructuring has enabled the company to identify and appreciate even more its support network: mainly, salon owners.

“They work 10 to 15 hours a day to make sure they succeed and make a living for their families,” Abaté says. “That’s what America is all about. If it weren’t for those people, and having that strength behind us, we wouldn’t be here.”

The company has streamlined its operation, re-centering focus on providing high-quality formulas and attentive customer service. JA has been through the rough seas, Abaté says, and the horizon is promising.

“It’s just like when Christopher Columbus first came over from Spain,” he says. “He finally saw land. That’s what the future is for this company. We finally got through the storms, and we’re stronger now. People are going to discover a brand-new, better company than they ever have before.”

For more information on John Abaté Direct, visit www.johnabatedirect.com